Wrigley Rolls Out Alert Energy Caffeinated Chewing Gum Line

CHICAGO -- One of the world's largest chewing gum companies will take the wraps off Alert Energy gum next month. Each piece of new chewing gum has about half the caffeine content of a cup of coffee: 40 mg., approximately half the amount provided by a small (6 fl.oz.) coffee serving.

Wm. Wrigley Jr. Co., a subsidiary of Mars, is marketing its new Alert Energy Caffeine Gum as an adult gum, and an "energy solution that gives consumers the power to control how much caffeine they get," the company explained.

Alert Energy will be sold in packages of eight fruit- or mint-flavored pieces, retailing for about $2.99. The company said it will sell the gum in select markets, starting in April.

Wrigley says the product is not recommended for children or people sensitive to caffeine.